Kaavin Communications was asked to develop inbound content marketing plan and execute them for prospect customer relationship building. Popcorn Furniture is a one-stop-shop for school furniture and playground equipment. It is India’s largest manufacturer and supplier of school furniture.
Kaavin Communications was given the task of creating a very good online presence of the company with regular and engaging content.
We thought of setting up online communications on about 8 major social media platforms like Facebook, Twitter, Google Plus, Pinterest, Instagram, Blogs, YouTube and Reddit. Post engaging content initially about its products one at a time, every Friday at 12pm. In the content we thought of doing a complete review of the product with its features and benefits along with a pictorial infographic.
The idea was to do a crisp and comprehensive content that informs, educates about the best practices and how Popcorn Furniture fits the bill in providing comfortable and healthy seating options for schools.
With regular content generation and posting at the right time Popcorn Furniture products were populated on the social network sites and were very well received. Ever increasing website visits by the readers and enquiry generation through this inbound marketing methods is making the company re-look at the paid advertising. As a natural corollary the agency has been assigned the task of doing product video and installation video for each and every product and promote them through the video promotion platforms like YouTube, Vimeo, Yahoo and Daily Motion.
Hello, Seekho provides free English audio education accessible via a toll free number through a simple phone call. Kaavin Communications was assigned the task to develop creative and on-ground promotion strategy for the service in the areas where underprivileged sections of the society lives in India. Children not having access to quality English education were to be targeted. It was a challenge thrown open to Kaavin Communications to achieve maximum subscribers to the toll free number within limited promotional budgets. It was a purely social and development communication targeted at the underprivileged children.
For a social and development communication that required touching the beneficiaries, making them understand the service usage and how it will change their lives, it was important to meet them in person or groups and carry out the program advocacy. One-on-one communication was seen by the agency as the most effective strategy to reach out.
Product literature was to be prepared with relatable sketch, pictorial and less written words. So relatable characters prepared in graphical art was thought to be the best way for the beneficiaries to develop empathy and go further deep into understanding the service.
Certain areas with slums were identified in Delhi to carry out the one-on-one interaction and advocacy. Teams of trained promoters with hand-outs and a phone to demonstrate the service was the recommendation.
Gaano aur kahaniyo ke saath angrezi seekhein. Bilkul Muft. The campaign line with relatable graphical characters.
With the onset of the on-ground promotion by Kaavin Commucations team, the toll free number started ringing. Around 50,000 calls were registered over a period of 45 days only with only Rs 40,000/- worth of spend in the promotion activity. Cost of creative development and printing leaflets were separate. Repeat calls from the initial subscribers still land on the IVR. This speaks of a right product with right communication makes a true success.
The strategy will be replicated in other parts of India with bigger budgets in the days to come, benefiting millions of underprivileged children, helping them learn English, absolutely free.
Kaavin Communications was asked to develop creative strategy and creative to launch and enable admissions for RNB Global University at Bikaner Rajasthan India. The first private university in Bikaner with modern pedagogy and industry-oriented curriculum was to be taken off with admissions of quality students with exemplary academic track record.
Kaavin Communications was briefed to manage complete marketing communications initiatives to establish the University as a New Age University equipped with all modern knowledge exchange facilities including technology enabled pedagogy.
The Kaavin Communications team had to design and implement a leading creative campaign that could position the University as a top class higher studies destination offering a high quality information and imagery.
The launch and lead generation campaign was divided in 3 different phases in terms of external communication. A teaser campaign was launched in outdoor media, online media and print media to generate interest from the student community, parents and teachers.
Teaser was immediately followed up with the phase 2 campaign that talked about various teaching-learning facilities and aids, industry-oriented curriculum, collaborations and tie-ups with industry and educational institutions for industry visits, lectures, short-term industry certification programs, internships and placements etc.
In phase 3 of the launch campaign all the schools offering various courses were advertised for the discerning students to consider. Several workshops and seminars were organised both on and off locations on various subjects, finally talking about the prospects that the University opened up for students. Visit to the University was encouraged in the communication, so that the target groups could take a first-hand look at the facilities and further interact with the learned faculty for guidance.
Educating Stars For Tomorrow was taken as the idea to build the communication. Teaser campaign to the Phase 3 campaign was built around the same idea.
Enquiries for admissions were almost 100 times more than the available seats in various courses opened for admissions in year 2015. Severe screening process was undertaken to take on quality students as the first batch from the University. The sessions began on time with all seats taken by students from around Bikaner. The University plans to open up more schools of learning in the upcoming session. Agency is working on the strategy for 2016 advertising campaign that will start rolling March 2016 onwards
Kaavin Communications was asked to develop creative strategy and creative that will launch and generate sales for the middle class group-housing development in Bhiwadi, Rajasthan, India. The development was to contain all lifestyle amenities including clubhouse, swimming pool, park etc. The creative was meant to be scalable in the entire media environment including outdoors and on-ground promotions.
Kaavin Communications was also tasked with managing wider marketing communications initiatives that the development needed to generate sales for apartments in its first phase.
The Kaavin Communications team had to design and implement a leading creative campaign that could generate apartment sales whilst offering a high quality information and imagery.
Bhiwadi is around 40 minutes’ drive from an upmarket destination Gurgaon that is a corporate hub where residential accommodation prices have skyrocketed. So the prime target customers were identified as the people working in Gurgaon and its surroundings, including Bhiwadi, who need a modern lifestyle housing within affordable prices.
As a result of the marketing and creative strategy, this community housing was decided to be marketed as an aspirational housing for middle income groups.
The Essentia is so inviting, you will always want to remain home. This campaign headline made the marketing communication.
With consistent advertising on print media backed up with sales aids like leaflets, brochures, take-aways etc around 600 apartments were sold over a period of 2 years. Developers were emboldened by the outcome and the community was further extended in terms of acreage to be developed in 2 more phases. Now the first phase is almost over. Sales for the second phase of development has already begun. Buyers of phase 1 have already started living within the complex.
Phase 2 marketing and sales strategy is gradually shifting from making print media as the prime media vehicle to online marketing and on-ground promotions. Kaavin Communications is now working on the online marketing strategy for both reputation management and lead generation for phase 2 marketing and sales.